Continuing to be the number one brand in sports apparel is a big challenge and Nike are always looking for new ways to engage with their audience. In 2014, Ear to the Ground move into their third year of working with Nike Football and producing live experiential activations around their football assets to make them stand out from the competition.
We started with the football team around their partnership with Manchester United where we created a totally unique experiential activation and piece of branded content featuring players Sir Alex and a rabble rousing poem for a ‘Made of Manchester’ campaign. It connected with culturally influential United supporters, including music artists and actors and create buzz around the new home shirt.
Building on this success we have produced a series of experiential product launches designed to engage influential fans. This has included the Hypervenom boot where we created a branded gladiatorial style caged tournament, as well as the official launch of the Brazil World Cup shirt, where we brought the sounds, flavours, sunshine and vice-captain David Luiz, to a wet London in December.
This year it’s all about the World Cup as Nike prepare for the biggest carnival of football the world has ever seen. We have already produced a secret launch of all their shirts to retailers and are preparing for new product launches that will ensure that the swoosh beats the competition before, during and after the competition. We just hope England can perform as well in their Nike shirts.
To see our Made of Manchester activation click HERE